CONTENTS

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Drew’s Welcome Message

Acknowledgments

Preface

Chapter 1                  Introducing Consumer Psychology to Sales

Chapter 2                  The BrainScripts X-Ray:
Here’s What the Inside of Your
Prospect’s Brain Looks Like

Chapter 3                  BrainScripts:
21 Hidden Principles of Consumer
Psychology for Winning Customers
and Smashing Sales Records

BrainScript 1            The Psychology of Inoculation:
How to Use Devilishly Effective Preemptive
Strikes to Quash Your Competition

BrainScript 2            The Psychology of Sensory-Specific
Language: How to Direct Hollywood-Style
Movies Inside Your Prospects’ Heads

BrainScript 3            The Psychology of Credibility Transfer:
How to Borrow Believability from Others to
Enhance Your Own

BrainScript 4            The Psychology of the T-Model:
How to Craft Your Pitch for Your Prospects’
Stage of Awareness

BrainScript 5            The Psychology of Social Proof:
How to Tap into a Prospect’s Survival
Mechanism to Turn Mistrust into Sales

BrainScript 6            The Psychology of Fear:
How to Scare Up More Sales

BrainScript 7            The Psychology of the Means-End Chain:
How to Sell More by Accessing
Your Prospect’s Value System

BrainScript 8            The Elaboration Likelihood Model:
How to Use Two Different Persuasion
Styles and When to Use Each One

BrainScript 9            The Psychology of Belief Reranking:
How to Change the Way Your Prospects Think About Your Product

BrainScript 10          The Psychology of Comparison:
How to Profit from Peer Pressure

BrainScript 11          The Psychology of Liking:
How to Make Prospects Like You and Hand You Their Money

BrainScript 12          The Psychology of Authority:
How to Crack the Code of Credibility

BrainScript 13          The Psychology of Reciprocation:
How to Use Obligation to Stimulate Action

BrainScript 14          The Psychology of Commitment/Consistency:
How to Make It Uncomfortable for Them Not to Buy

BrainScript 15          The Psychology of Scarcity:
How to Use Real or Perceived Limitations to Stimulate Action

BrainScript 16          The Psychology of Examples Versus
Statistics: How to Know Which to Use and When

BrainScript 17          The Psychology of Message Organization:
How Simplicity Can Boost Your Sales

BrainScript 18          The Psychology of Ego Morphing:
How to Get Prospects to Identify with Your Products

BrainScript 19          The Psychology of Redundancy:
How to Use It to Make Your Message Stick Like Epoxy

BrainScript 20          The Psychology of Message Sidedness:
How Pulling Back the Horse’s Lips Can Increase Desire for Your Product

BrainScript 21          The Psychology of the Length-Implies-
Strength Heuristic: It Must Be True Because He’s Saying So Much

Epilogue

Index

About the Author